The Broad World of Marketing

Jack Chevalier

Alburger

English III

29 January 2018
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Jack Chevalier

Alburger

English III

29 January 2018

The Broad World of Marketing

Why do advertisements work? Why do people believe in advertisements they see? Do

billboards actually work? These questions asked by those who do not know marketing make up a

majority of questions asked when they see the thirty percent off sale for the local retailer. Well

Marketers know the answers. The career of marketing deals with advertisements and how to

bring customers in. People in this career need to know the people and what they want, how the

business can get those customers to them, and how to become the most efficient. Marketing takes

a lot of skill and a lot of dedication. The world of marketing takes a certain type of person. Many

prospective Marketers find their career path after school. With the growing industry, many new

things start to come up with it. After graduating, someone with an interest in marketing can

explore the many career options in marketing, and learn the many new and already used

strategies all Marketers need to know.

In marketing, one can take many education routes and have many different qualifications.

With the expanding and more than ever competitive world of business, many employers, current,

and past employees of the business and economy would suggest that a person interested in

pursuing a career in this field should go above and beyond the minimum requirements for

education and engage in as many prerequisite opportunities, paid or unpaid, as possible. The

most common degrees for a future Marketer would include a Master’s Degree in Business
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Administration or a Master’s Degree in Marketing and Advertising. Some other degrees that get

accepted in the marketing community can include anything in Psychology, any type of business

degree, or a Liberal Arts Degree. A lot of education in the business world includes integration

with businesses or professionals in many different career paths. This not only helps the students

know what they will start to get into, but provide real time experience in the field to put a

spotlight on the natural qualities of the student. Michael McCollough works as a marketing

professor and a Phd in Business and Economics holder at the University of Idaho. McCollough

studied the effects of higher education on students entering business fields for many years. One

of the things he studied most showed the integration of real-world situations in the classrooms of

many top tier universities to the success of the student later in life. McCollough explained in one

of his research papers “With the integration, students produce a higher quality, more in-depth

research report which leads to an improved marketing plan. Prior to our integration, research

students often did some secondary research; now they produce an in-depth, detailed secondary

research report" (McCollough 2). McCollough’s research showed many professors what

integration does to the students. Integration of one of the leading ways to teach young business

students in present time. People interested in a degree in and of the major business fields can

expect to see many forms of real life integration in many of their classes. Not only do students in

these majors have to learn about economy and many business strategies, students also have to

learn about proper ways to research for prospective marketing students and take many

psychological classes to learn about how consumers react to things in the business world like

advertising, a company’s public relations, and more. Many marketing majors take a

psychological class along with their Logistical Strategies or Global Marketing Techniques
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classes. Becoming a Marketer also requires many personal traits. Dedication to work became a

major trait in marketing. A single project can lasts months or years, and a Marketer has to

balance multiple projects at once, leading to long nights and making sure everything the

Marketer started gets finished before they have the chance to leave their office. Ellen Mundell

said in her explanatory paper “Embarking upon a career is like getting married--it's more than

just a few dates, and it's even more involved than being in a serious relationship. These

single-life scenarios are similar to having a job… Having said that, take your marketing career

path seriously, and pave it with a great deal of thought and planning" (Mundell 1). Like Mundell

said, prospective students need to take their marketing career path seriously. A person who wants

to pursue marketing also needs great communication skills. A lot of the profession includes

working with other analysts and even customers of the brand. Marketers need to present

themselves in a very professional way and always know how to put their ideas into words.

Marketers use the creative part of their brain and the analytical part of their brain at the same

time, everyday. Marketers also have to have ‘outside of the box thinking’ traits. The answer to a

Marketers question can not always get answered right away. Although they look at a lot of

statistics, Marketers also have to think about thought processes of other things, which becomes

something that cannot always get measured on a graph. Marketers must use their experience and

knowledge of consumers to make the right choice for that specific company or brand. Overall,

someone interested in the world of marketing needs to consider a lot of options even before they

go to a college or university. They need to think about classes, where they want to go with their

career, and if they have the right personality for the job. These become some of the most

important decisions, and really shows the broadness of the subject.

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One of the most confusing topics in marketing includes the variety of career choices in

the field. Almost everyone has a different title. One can see people with the title of ‘Marketing

Specialist’, or something different like ‘Computer System Design Marketing’. In an article titled

“Marketing Careers of The Future”, the article said “Expect to see more marketing professionals

with titles such as ‘business technology manager’ and ‘multichannel marketing manager’ in the

future" (“Marketing” 1). The career has changed in many ways. More people have started

entering the field more ever than before. The different titles show why many prospective

Marketers get confused when entering the field. People interested in marketing may not even go

into a marketing job. One may enter an advertising or logistics career, which both work very

close with Marketers in perfecting what consumers see and persuading them to come to the

company they work for. Pankaj Madhani talked about this in a paper and said “Logistics and

marketing are complementary—logistics satisfies demand, stimulated by marketing. Better

coordination of logistics (fulfills the demand) and marketing (creates demand) provides greater

value to customers, which in turn increases firm performance" (Madhani 11). Logistics works

with Marketing in many ways and gets people into the product more when these two industries

work efficiently together. Someone interested in Marketing can go into the Logistics career field

and still succeed at a very high level. One in Logistics makes the promises that Marketers make

possible. They work in the same department and normally make the same amount of money as

their marketing counterpart. For the people interested in staying in the field of marketing, the

opportunities will always increase. In 2016, almost five hundred and sixty thousand people have

employment in some sort of field of marketing. Marketers make a median salary of sixty two

thousand five hundred and sixty dollars, but people in the top ten percent of marketing, like
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managers or Marketers for big companies can receive upwards of ninety thousand dollars per

year (“Market”). One can find marketing careers almost anywhere in the nation, as most

companies need marketing to get their products sold. Marketing not only includes advertisements

for a bulletin board, but electronic advertising. New marketing strategies always include how the

company would look online. This new way of marketing really makes the career field more

advanced and even more variety. People who advertise online make about $80,380 on average

and they make up about 10% of the industry (“Market”). Most marketing careers on found in the

major cities of America. New York City and Los Angeles have the highest amount of

concentration of Marketers, with over thirty thousand more each in those cities. Marketers

usually stay in the field for their entire career, and marketing can become a hard field to get into

the field later in life. Marketers in different regions and different companies do different things,

those things makes marketing a great field. Companies can have Marketers do advertising, they

can help in human resources and public relations, or help in sales with landing new clients.

Marketers can work seperate with the company or come from a firm sometimes, but they usually

work straight through the company. The career opportunities​ ​will never stop growing in this

field. The annual mean wage raises about five thousand dollars when a Marketer works in a city

compared to a rural area, but Marketers still do great anywhere in the country. Working in

market research happens anywhere. Market research involves doing research groups, developing

charts and graphs, and presenting research to clients or business partners. One involved in market

research must have the ability to look into statistics and charts and recognize when and where

marketing needs to happen for a certain product. This career path employs thousands of people in

the marketing industry and makes up a large portion of the field. Other notable career paths that
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frequently get a lot of applicants include Electronic Marketing Specialists and Marketing

Associates. New career paths always appear out of thin air in the Marketing field, and in five

years, the popular careers may not show as much relevance and someone in marketing may not

even want to study the popular marketing careers of today. Mary Stephens works as a Project

Associate Manager at The Link Group in Raleigh, North Carolina. Mary talked about how her

firm works with companies directly and she talked about her schedule. She said “I don’t think

there’s really a ‘typical day’ in this job, as I’m always working on multiple projects, each in a

different phase… At a high level, I’d say each day involves a lot of emailing and collaborating

with my project managers on different documents” (Stephens). She also goes on to talk about

how her company promotes a very relaxed workplace and has no dress code. They can even

bring their pets to work. This shows how marketing can get done in a relaxed area. The

Marketing career has become very broad and will always expand.

Marketing includes many strategies. Someone working as a Marketer always has to think

about what will grab the customers the most and what the competition will do. Marketing

includes a lot of psychology and knowing what the customer or other Marketers from other

companies will do. They have to do all of this while keeping up with the latest technology for

advertising and the latest strategies to get the most customers into a business. Many Marketers

believe that the new strategies of the field will always top the old strategies, but some believe

that sticking to the basics and using what they know will attract the most customers. Although

marketing has two paths of thinking for strategies, both work very well in the real world. Some

of the old marketing strategies include persuasion. Getting billboards and ad space in the local

newspaper and utilizing the space to show why the product beats the rest works. Persuading
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customers to come to a certain product instead of a different one can happen everywhere.

Mainstream marketing makes these things happen. Terry Vavra talked about mainstream

marketing a lot in a recent report on marketing and the fundamentals of the career. They said

“Mainstream marketing seems to have overlooked the fundamental truth that the longer a

business keeps a customer, the more profitable the customer is for the business… The longer a

customer buys from a business organization, the more dependent the customer will become on its

products and its services, and the less susceptible the customer will be to other companies' offers

of lower prices" (Vavra 1). Vavra talked about mainstream marketing and how it makes long

time customers. Advertisements that show prices always worked, but now figures show that they

do not work as well. Social media works just as good if not better than standard marketing

techniques. Most millenials and later generations use social media multiple hours every day.

Many Marketers and marketing teams have already jumped on board of advertising on those

platforms. Kui Yu talked about this in a recent report. Yu said “mobile social technologies

changed not only the communication pattern between people but also the communication pattern

between advertisers, marketing staffs and customers" (Yu 1). Yu also goes on to talk about how

social media brings out more joyful customers as they look at other things. The internet has

become the biggest source of information for most of the world. The web updates in moments

and helps people know the information they want and need in any part of the world in just

seconds. People trust the internet more than anything nowadays. Jessica Davis once said “...

according to a survey by Rit^'Jly, more than 20% of internet users in the US. consider the

internet to be the most trusted source of information when making critical decisions about their

health and well-being" (Davis 2). Marketers use this information to persuade people in a new
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way. Online shopping has also became very big. Marketing has become huge online for those

reasons. Marketing strategies for online purposes only have become their own classes in all top

universities and top tier schools even have professors designated only to lecture about marketing

done online with both video, typed, or audio advertisements. Online marketing always produces

a lot of profit because of the wider audience it can reach compared to its standard marketing

counterpart. Both ways still get practiced in every aspect of marketing, but online will slowly

take over in the next twenty years. Overall, many marketing techniques make tons of profit and

someone interested in making a career in marketing can go either way with how they want to

market their services.

The world of Marketing and Market Research widens every year. The career never ends,

and will always play a crucial role in how businessmen conduct business in this world. A

Marketer needs to make sure they have the right qualifications with education and personal traits,

make sure they have a concrete path for where they want to take a marketing career because

many get lost in the career, and know what kind of Marketer they want to become, either

traditional or modern, depending on the services marketed. Prospective Marketers always need to

think about what they want from a career in the field of Marketing. All of the different types of

marketing and the always changing career can lead to a lot of confusion, but with the right

mindset and proper preparation, the field of Marketing can lead to a lot of success and a life of

doing what a prospective student wants to do.

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Works Cited

Davis, Jessica. "A Vertical Guide to Content Marketing: NO Matter Your Industry, Many of

These Tips Will Help Make You a Better Marketer." ​Econtent​, no. 8, 2013, p. 28.

EBSCO​host,​

<​http://search.ebscohost.com/login.aspx?direct=true&db=edsgsr&AN=edsgcl.350065594

&site=eds-live&scope=site​>

Madhani, Pankaj M. "Logistics and Marketing Integration: Enhancing Competitive Advantages."

IUP Journal of Management Research,​ vol. 16, no. 3, July 2017, pp. 7-29. EBSCO​host,​

<​http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=124329330&site=eds

-live&scope=site​>

"Marketing Careers of the Future." ​Bizcommunity.Com,​ 2014. EBSCO​host​,

<​http://search.ebscohost.com/login.aspx?direct=true&db=edsggo&AN=edsgcl.37715032

6&site=eds-live&scope=site​>

“Market Research Analysts and Marketing Specialists.” Bureau of Labor Statistics, U.S.

Department of Labor, Occupational Outlook Handbook, Advertising, Promotions, and

Marketing Managers, on the Internet at

https://www​.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.h

tm

McCollough, Michael A. and Steven R. Shook. "Integrating the Marketing Research and

Marketing Strategy Courses." ​Journal of the Academy of Business Education,​ vol. 18,

Winter 2017, pp. 187-200. EBSCO​host,​

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<​http://search.ebscoho​st.com/login.aspx?direct=true&db=bth&AN=126511927&site=eds

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Mundell, Ellen Buchanan. "Marketing Careers a Grown-Up Decision." ​Marketing News​, no. 8,

2000. EBSCO​host,​

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Stephens, Mary. Personal Interview. 1, February 2018,

Vavra, Terry G. "The Advantages of After Marketing." ​American Salesman,​ vol. 62, no. 6, June

2017, p. 18. EBSCO​host,​

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Yu, Kui. "A New Choice for Marketing Mode of Medical Devices: Mobile Phone Media."

Journal of Commercial Biotechnology,​ vol. 23, no. 3, July 2017, pp. 3-8. EBSCO​host,​

doi:10.5912/jcb788.

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